COSCO Container Lines Co.,Ltd.——On The Strengthening Of Marketing To Face Global Competition

This thesis consists of Case and Case Study. The case describes in details the major activities and the operating results of COSCO Container Lines Co.,Ltd. (COSCON) from 1998 to 2000. It focuses on Marketing strategies of COSCON facing keen competitions of global container transport market. It also notes down the change of container transport market and the major competitors. On the other hand ,based on the information and figures provided in the case, the author analyses marketing strategies of COSCON, including marketing position , product, price , place , promotion as well as its failure in marketing. Using SWOT analysis and BCG analysis , the author presents the future development strategy of COSCON as well as some proposals for its operation.